SAB MD Ravi Adhikari on reviving 90s shows, using AI as a tool

Ravi Adhikari, managing director of SAB, has said the production house plans to revive iconic 90s shows like Suraag and Shriman Shrimati for a modern audience. In an interview with Hindustan Times, he said the stories and cases will be updated, such as adding cybercrime plots, but the core character-driven appeal will remain.

Adhikari also addressed the use of artificial intelligence in content creation. He said AI can be a collaborative tool, especially for reviving legacy content, such as recreating actors who are no longer alive. However, he emphasised that AI cannot replace human creativity, stating, 'If you just have an AI subscription, you are not a maker.'

He noted that SAB has a library of over 5,000 hours of content. He stressed that business decisions should not compromise the quality of the product, as long-term success depends on emotional connection with characters rather than high production values alone.